The rise of virtue signaling

People are often quick to publicly embrace and declare support for socially just and environmentally friendly causes – often with just the click of a social media button. But it’s been touted as slacktivism — boosting egos but changing little.

And for companies, it is a marketing tool.

In an interview with nzherald.co.nz, Dr Jessica Vredenburg, a senior lecturer in marketing at Auckland University of Technology (AUT) Business School, says consumers are increasingly making choices based on their beliefs and are looking to engage with brands that exhibit the same beliefs.

“This is especially true for younger, more progressive consumers, who will have increasing marketplace power in coming years.”

Companies engage in brand activism to stand out from competitors, says Vredenburg.

“Brands have historically not engaged in social and political conversations for fear of alienating customers. But this is changing.”